Measuring the ROI of E-commerce Email Marketing

Measuring the ROI of E-commerce Email Marketing

In today's digital world, email marketing has become an incredibly powerful tool for e-commerce businesses to reach out to their customers and drive sales. Not only is it a cost-effective way to connect with your audience, but it can also provide valuable insights into their preferences and buying behaviours.

However, the effectiveness of email marketing is not always easy to measure, and many businesses struggle to calculate their campaigns' return on investment (ROI). In this blog post, we will explore the importance of measuring the ROI of e-commerce email marketing and provide practical tips on effectively doing it.

We will also look at how email automation & cold email software helps you with the effectiveness of your email outreach campaigns. So buckle up, grab a pen and paper, and dive into the world of ROI measurement!

Why measuring ROI is important for e-commerce businesses

Measuring ROI is essential for any e-commerce business, particularly regarding email marketing. Understanding the return on investment for your marketing efforts allows you to determine what's working and what's not so that you can allocate your budget effectively. Optimizing your campaigns for ROI allows you to grow your business and achieve your e-commerce goals.

Measuring ROI is incredibly important for any e-commerce business because it helps to determine the effectiveness of marketing strategies, identifying what's working and what's not.

Here are a few reasons why measuring ROI is important for e-commerce businesses:

  • It helps businesses to allocate their marketing budget properly.
  • It helps businesses to identify which campaigns generate more revenue and conversions.
  • It helps businesses to understand the value of their marketing campaigns and adjust their strategies accordingly.
  • It helps businesses to justify their marketing budget to stakeholders and budget holders.
  • It helps businesses to calculate the profitability of their marketing investments.

Without measuring ROI, it's difficult for e-commerce businesses to justify their marketing expenditure or determine which strategies are worth pursuing in the future. By measuring ROI, businesses can make data-driven decisions grounded rather than intuition, ultimately leading to better outcomes in the long run.

How to calculate email marketing ROI

Measuring the return on investment (ROI) of e-commerce email marketing campaigns is essential for businesses. The formula to calculate email marketing ROI is (Total revenue from email - Total email costs) / Total email costs = ROI, which helps determine the revenue generated for every dollar spent on the campaign. Businesses should also regularly clean their email lists to ensure their marketing efforts reach an engaged and relevant audience. 

For example, if you generated $100,000 in revenue and your email marketing costs were $10,000, your ROI would be 900%. Another way to calculate ROI is by determining the revenue per email, per thousand emails, or per recipient. 

It's worth noting that email marketing has an average ROI of $36 for every dollar spent, making it a highly lucrative marketing tactic. By understanding the ROI of your email campaigns, you can better evaluate their success and make more informed decisions about future marketing strategies.

Utilizing Automation & Cold Email Software

Utilizing automation and cold email software can take the effectiveness of your email marketing campaigns to a whole new level. By automating your email marketing campaigns, you can save time and reach more people with personalized messages. This can increase engagement, higher conversion rates, and, ultimately, more sales. 

Additionally, using cold email software can help you expand your reach beyond your existing subscriber list by targeting individuals who may not be familiar with your brand. When done correctly, these practices can help you maximize the ROI of your e-commerce email marketing efforts. However, it's important to remember that these tools should be used strategically and with other best practices to achieve optimal results.

Key Metrics (KPIs)

Below are some of key performance metrics for measuring ROI

Conversion rate

To measure the success of your e-commerce email marketing campaign, it's important to keep track of certain key metrics or KPIs. One of the most important KPIs is the conversion rate, which measures the percentage of recipients who take a desired action after opening your email. This could be anything from purchasing to signing up for a newsletter. 

You can see how effectively your email marketing efforts drive actual sales or leads by tracking your conversion rate. However, it's important to remember that conversion rates can vary depending on numerous factors, such as the time of day your email is sent or the type of products or services you are promoting. 

You can better understand how well your email marketing campaign is performing by analyzing your conversion rate alongside other KPIs, such as email open and click-through rates.

Average order value (AOV)

After discussing the importance of measuring ROI for e-commerce businesses and calculating it through email marketing, let's focus on one of the key metrics, the average order value (AOV). AOV is the average amount a customer spends on each order; thus, increasing it can lead to higher revenue and profitability for the business. By optimizing the conversion rate and offering upsells, and bundles, the AOV can be boosted. 

Additionally, the AOV is one of the four key performance indicators determining the customer lifetime value (LTV), purchase frequency, gross margin, and churn rate. Thus, tracking and improving AOV is vital for the business's long-term success. The next section will explore how to analyze revenue per email (RPE) and subscriber growth rate to maximize ROI through email marketing.

Revenue per email (RPE)

In measuring the ROI of e-commerce email marketing, one of the key metrics to track is the revenue per email (RPE). The RPE metric determines the average income generated from each email sent during a marketing campaign. 

By calculating this metric, e-commerce businesses can accurately anticipate the average email income and make informed decisions on improving their email marketing strategy. Aside from conversion rate, RPE is vital in determining the monetary value of each email sent. 

It is calculated by dividing the total revenue generated from an email marketing campaign by the total number of emails sent. By tracking this metric, businesses can improve their email marketing campaigns to generate more revenue and increase their ROI.

Subscriber growth rate

The subscriber growth rate is one of the key metrics for measuring the success of e-commerce email marketing campaigns. As discussed in the previous sections, calculating the ROI of email marketing is crucial for e-commerce businesses to make informed decisions and maximize their profits. Knowing how quickly your email list grows is vital for achieving this goal. 

By pairing subscriber growth rate with the total number of subscribers, businesses can assess the effectiveness of their email marketing strategies, such as lead generation campaigns and opt-in incentives. Monitoring the subscriber growth rate over time can help identify trends and areas for improvement. 

Increasing the number of quality subscribers can lead to higher conversion rates and revenue per email, ultimately driving the success of e-commerce email marketing campaigns.

Email open and click-through rates

Email marketing success for e-commerce businesses relies heavily on their emails' open and click-through rates. These key metrics indicate how engaging and relevant the emails are to subscribers. In conjunction with calculating ROI and utilizing automation and cold email software, tracking these metrics can help businesses identify what works and needs improvement in their email campaigns. 

It's important to focus on creating a strong subject line and providing valuable content to increase the open rate. The click-through rate can be improved by including clear calls-to-action and optimizing the email design for easy navigation. By regularly analyzing and tweaking their email marketing strategies, businesses can maximize their ROI and ultimately drive more revenue.

Best Practices for Maximizing ROI

  • Personalize Your Content: Customers are likelier to buy from businesses that provide personalized content that meets their needs and preferences. You can increase engagement and build stronger customer relationships by understanding your target audience and tailoring your content accordingly (through blogs, newsletters, webinars, and white papers).
  • Optimize Your Conversion Funnel: A successful e-commerce business depends on an optimized conversion funnel that moves customers through the stages of awareness, interest, decision, and conversion. You can streamline the purchasing process and increase your conversion rate using relevant keywords, compelling calls to action, and clear product descriptions.
  • Leverage Product Listing Ads: Product Listing Ads (PLAs) are a highly effective way of showcasing your products to potential customers through targeted advertisements. Optimizing your PLAs with accurate product information and compelling visuals can increase your click-through rate and drive more sales.
  • Utilize Email Marketing Campaigns: Email marketing campaigns are a powerful tool for reaching out to existing customers and encouraging repeat purchases. You can nurture customer loyalty and generate a high ROI on your marketing spend by providing valuable content, exclusive offers, and personalized recommendations.

By implementing these best practices and constantly refining your e-commerce strategy, you can maximize your ROI and take your business to new heights of success.

Analyzing Results and Making Changes

After calculating the ROI of their e-commerce email marketing campaign, the next step for businesses is to analyze their results and make changes accordingly. This involves looking at key metrics such as conversion rate, average order value, and revenue per email to see what worked and what didn't. 

Businesses can track subscriber growth rates, email open and click-through rates and other KPIs to optimize their campaigns using automation and cold email software. Implementing best practices such as personalized content, engaging subject lines, and strategic timing can also help maximize ROI. Constantly measuring and adjusting marketing efforts will ensure businesses get the most out of their marketing budget and achieve their desired business goals.


In conclusion, measuring the ROI of e-commerce email marketing is crucial for businesses looking to optimize their online marketing strategies. By carefully tracking key performance indicators like conversion rates, average order value, revenue per email, subscriber growth rate, and email open and click-through rates, businesses can gain valuable insights into the effectiveness of their campaigns. 

Automation and cold email software can also help streamline the process and maximize ROI. Furthermore, by regularly analyzing results and making necessary changes, businesses can continue to improve their email marketing efforts and drive more revenue. By following best practices for maximizing ROI, e-commerce businesses can reap the benefits of email marketing for years.

Amit Kumar Khare

Author: Amit Kumar Khare

Amit is a tech enthusiast and loves writing about it. He is a senior developer with good hands-on experience in digital marketing.

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